Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Breakfast Cereals in Ireland

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Executive Summary

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PROSPECTS

Bad publicity on sugar forces brands to reformulate products

After long debate, a sugar tax has finally been introduced on sugar-sweetened drinks in Ireland. The reason behind the sugar tax is to tackle obesity, especially in children.

Muesli and granola benefits from the increasing health trend

With new product developments responding to increasing demand for nutritiously healthy food, muesli and granola has been the most dynamic product type among breakfast cereals. Cereals are still the first choice for breakfast for those who seek convenient food that does not require much effort or time but is still suitable for a healthy diet.

Children’s breakfast cereals is the ultimate loser

As parents become more conscious about their children’s diet, especially with child obesity being on the rise, children’s breakfast cereals is one product type that is under scrutiny. The levels of ingredients such as sugar, salt and fat in products which target children specifically are being watched closely by parents to make sure that the products comply with the diets they apply to their children.

COMPETITIVE LANDSCAPE

Kellogg Co retains its leadership

Kellogg Co has been under pressure for some time as the levels of sugar and salt in its brands which target children differ between countries. Ireland appears to have been one of the countries with the highest levels of sugar and salt in Kellogg Co’s products.

Private label continues to increase its share

Private label has increased its share of breakfast cereals by offering products that are not only good value but also rich in nutrients. By expanding in free from and fortified/functional products over the review period, private label increased its presence within breakfast cereals.

Flahavan & Sons benefits from its oat-based products

Hot cereals is growing in terms of demand, in parallel with the increasing trend towards a healthy eating lifestyle. Flahavan & Sons Ltd ED is one of the companies to benefit most from demand shifting towards hot cereals.

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Packaged food expected to record modest growth

FOODSERVICE

Sales to Foodservice

Consumer Foodservice

Consumer foodservice continues to enjoy strong value growthStrong interplay between retail and foodservice channelsStrong link to the UK could lead to lower growth due to Brexit and the devaluation of the pound sterling